EVALUATION OF OUTDOOR SPORTS CLOTHING BRAND PERSONALITY BY USERS

Authors : Saliha Ağaç, Menekşe Sakarya

Pages : 99-113

Doi:10.14486/IJSCS67

View : 14 | Download : 6

Publication Date : 2015-02-03

Article Type : Other

Abstract :Brand personality attributed to the brand is in case the condition of human character traits. One of the areas of the brand personality is the outdoor sports clothing also knowing as "outdoor” that working city people’s adoption of opening up to the outdoor as new way events in a growing desire. In this study, the aims are personality characteristics of the outdoor sport clothing brands and determining the harmony of these personality characteristics with brands. The research is in form of surveying study. The research population consists of people in Turkey who sports outdoor on land. In the sampling selection simple random sampling technique is utilized with asking concerned people to participate in the survey on a voluntary basis. The obtained data are analyzed and evaluated by using SPSS packet program. The survey that has been proven reliability and validity (α = 0904) in the pilot application has sent to the related association members in a month-long through internet and a total of 103 people were replied. It has been identified that research participants are interesting in mostly as trekking, mountaineering, camping and biking outdoor sports and they are working in the public sector. Under research, in the result of factor analysis to determine the brand personality of outdoor sports brands, it had been seen that "competence", " traditional ” and "androgen” dimensions were come through and the dimension of "excitement” was separated into three parts.
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